Tru Fru is owned by Mars, Incorporated, a global leader in confectionery, pet care, and food products. This acquisition significantly expanded Mars' presence in the rapidly growing better-for-you snacking category.
The Ownership of Tru Fru
Tru Fru, known for its innovative frozen chocolate-covered fruit snacks, became part of the Mars family through a strategic acquisition. This move by Mars underscores its commitment to diversifying its portfolio and meeting evolving consumer demands for healthier and more indulgent snacking options.
A Strategic Acquisition by Mars
Mars, a privately held company with a vast array of well-known brands, acquired Tru Fru to bolster its snacking division, Mars Snacking. This integration allows Tru Fru to leverage Mars' extensive distribution network, marketing expertise, and research and development capabilities to accelerate its growth and reach a broader consumer base. The acquisition represents Mars' investment in innovative, premium brands that offer unique and permissible indulgence experiences.
About Tru Fru
Tru Fru specializes in hyper-chilled, real fruit pieces that are dipped in various types of chocolate. Their unique flash-freezing process helps to preserve the fruit's nutritional value and flavor, creating a distinct texture and taste. Products often include whole raspberries, blueberries, or strawberries enrobed in milk, dark, or white chocolate.
Mars' Expanded Snacking Portfolio
The addition of Tru Fru complements Mars' existing snacking empire, which includes some of the world's most beloved confectionery brands. By integrating Tru Fru, Mars strengthens its position in categories beyond traditional candies, venturing further into frozen and fruit-based snacks. This strategic expansion helps Mars cater to a wider range of consumer preferences and dietary trends.
Some notable brands under Mars' snacking umbrella include:
- M&M's®
- SNICKERS®
- SKITTLES®
- ORBIT® chewing gum
- DOVE® Chocolate
Key Details of the Acquisition
The acquisition of Tru Fru by Mars highlights a key trend in the food industry, where large corporations are investing in agile, innovative brands that appeal to modern consumers looking for convenient, high-quality snacks.
| Detail | Description |
|---|---|
| Acquirer | Mars, Incorporated |
| Acquired Company | Tru Fru |
| Product Category | Frozen Fruit Snacks, Premium Confectionery, Better-for-You Indulgence |
| Benefits for Tru Fru | Access to global distribution, R&D, and marketing resources |
| Benefits for Mars | Expansion into high-growth frozen snack segment, portfolio diversification |
Impact on the Market
The acquisition of Tru Fru by Mars is expected to further drive innovation in the frozen snack segment. It signals the importance of products that blend health-conscious attributes with indulgent flavors, setting new benchmarks for quality and convenience in the industry. Consumers can anticipate greater availability of Tru Fru products and potentially new innovations as a result of Mars' backing.
For more information on Tru Fru's products, you can visit their official website at trufru.com.
